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Cross-national logo evaluation analysis: An individual-level approach

The universality of design perception and response is tested using data collected from 10 countries: Argentina, Australia, China, Germany, Great Britain, India, The Netherlands, Russia, Singapore, and the United States. A Bayesian, finite-mixture, structural equation model is developed that identifi...

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Bibliographic Details
Main Authors:	van der Lans, R., Cote, J., Cole, C., Leong, S., Smidts, A., Henderson, P., Bluemelhuber, C., Bottomley, P., Doyle, J., Fedorikhin, A., Moorthy, J., Ramaseshan, Balasubramanian, Schmitt, B.
Format:	Journal Article
Published:	Institute for Operations Research and the Management Sciences (INFORMS) 2009
Subjects:	logos Bayesian concomitant variable international marketing structural equation models mixture models Gibbs sampling standardization design adaptation
Online Access:	http://hdl.handle.net/20.500.11937/39694

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